골프 소비자의 활동정도에 따른 골프장 서비스품질과 재구매의도

다국어 초록 (Multilingual Abstract)

The purpose of this study was to provide basic materials for golf course marketing strategies by analyzing differences in service qualities of golf courses, finding the influence the service qualities have on golf consumers` re-visition by doing so, the current study anticipates to provide data essential to operate golf courses. 1,500 people with experience of golf experience were randomly selected from 30 golf courses and golf driving ranges, currently providing services as of 2003, across the country including those in Seoul, Daejeon, Gyeonggi Province, Gangwon Province, Chungcheong Province, and Jeju Island. 926 samples were collected. However, after eliminating two samples that failed to describe demographic features completely, only 924 were used for the actual analysis. As for the statistical data analysis, frequency analysis, reliability analysis, factor analysis, one-way ANOVA and multiple regression analysis were carried out using SPSS 10,1. The findings werw as following: First, there were statistically significant differences in factors of driving ranges, course layouts, club houses, course management, caddy services, user charges and by careers of activities. Second, there were statistically significant differences in factors of club houses, accessibility, restaurants, caddy services, customers` level and driving ranges by rounding frequency. Third, there were statistically significant differences in factors of accessibility, customers` level, user charges and caddy services. Fourth, management and administration, accessibility, course layouts and reservations among low level elements of golf course service qualities were affecting golf consumers` intentions to re-visitation significantly in terms of statistics.